This presentation was prepared as a part of a Marketing Internship under Professor Sameer Mathur, IIM Lucknow.

1. INNOVATION AND NEW MARKET OFFERINGS
THE CURIOUS CASE OF APPLE

2. APPLE IS THE BIGGEST COMPANY IN THE WORLD BY MARKET CAPITALIZATION.
SO WHAT IS THE STORY
BEHIND IT???
https://www.flickr.com/photos/19084359@N03/6224222420/sizes/l

3. https://www.flickr.com/photos/bangdoll/352625490/in/photolist-xaigQ-fu7cEG-
ftRM
They started with Personal Computer, but eventually moved on
to more diverse products, like……..

4. ……the iPod, in 2001.People just loved it.
http://static6.businessinsider.com/image/52728ac26bb3f783505893c2-651-356/screen%20shot%202013-10-31%20at%2012.51.04%20pm.png

5. https://i.ytimg.com/vi/hQw3mVWXncg/maxresdefault.jpg
iTunes allowed users to legally
download any number of songs
to their iPod.
This silhouette ad campaign was an
eye catcher and instant hit.
It was a cool gadget for the
music lovers.

6. In 2007, the first ever
iPhone was launched.
One million iPhones
were sold in the
first three months.
http://s3.india.com/wp-content/uploads/2016/03/iphone-se31.jpg
And there was more to come….

7. iPad- the multi purpose tablet was launched .
http://home.bt.com/tech-gadgets/phones-tablets/discover-siri-and-use-your-voice-to-control-your-ipad-11363866885381
The highly popular voice assistant Siri was launched.
Extreme brand loyalty was
created among the users.
The MacBook was launched.

8. How did Apple become such a huge success?
https://commons.wikimedia.org/w/index.php?curid=19071560

9. https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=&url=http%3A%2F%2Fhdw.eweb4.com
OPENTO BRAND CANNIBALIZATION
They launched the iPhone despite knowing
that it will eat into iPods sales.
iPod is as good as dead now.
People prefer an iPad over a MacBook.
This allowed Apple to stay ahead of its competitors.

10. http://cdn.arstechnica.net/wp-content/uploads/2013/01/Apple_1Q13-results.003.png

11. GREAT SYNERGY BETWEEN
MARKETING INNOVATION
AND
https://www.google.co.in/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwjVjPOMpMjNAhXHpI8KHZ-
NEW PRODUCTS ARE
ALWAYS BACKED BY
GREAT ADVERTISEMENTS.

13. http://all4desktop.com/data_images/original/4227873-think-different-apple.jpg
Apple made their
own software
and hardware,
unlike others.
So if you want to use iOS,
you have to go to an Apple store.

14. BIGGER VISION
MICROSOFT’S VISION I WANT A COMPUTER IN EVERY HOME.
APPLE’S VISION I WANT A COMPUTER
IN EVERY
POCKET.
http://71513.stablerack.com/images/vision.jpg

15. https://i.ytimg.com/vi/BXTyPQlqyq8/maxresdefault.jpg

16. Apple is moving
towards green technology.
ALL OF ITS DATA CENTERS
RUN ON SOLAR POWER.

17. http://www.trendingpackaging.com/wp-content/uploads/2014/12/15.jpg
99% of the paper used
for packaging Apple’s products
are made of recycled paper.

18. Apple’s newest products:
iWatch and iTV
http://img-2.gizmag.com/iwatch-cracked-code.jpg?auto=format%2Ccompress&ch=Width%2CDPR&crop=entrop

19. http://www.destination-innovation.com/articles/wp-content/uploads/2015/10/apple-758333_1920.jpg
https://pbs.twimg.com/media/B8ZdsLACEAAJxlW.png
Apple is too
dependent (69%)
on iPhone for its revenue.
This could prove to be
harmful in the long run.
RISK OR STRENGTH?

20. http://wall--art.com/wp-content/uploads/2014/04/apple-logo-free.jpg
RECAP
The key to Apple’s to successful innovation are:
Allowing Brand Cannibalization
Greater Vision
Doing the unusual by making hardware and software both
Aggressive marketing of new launch

21. DISCLAIMER
This presentation was made by Srikant Nair,
L.D.College of Engineering, Ahmedabad
as a part of marketing internship under
Prof. Sameer Mathur, IIM Lucknow.